Create a short video to explain the depth of Now‘s connection with its digital audience. Tweak the logo, redesign the title multiple times and layout the cover on a weekly basis.
Celebrity news has always been hyper competitive; the battle to engage with such a promiscuous audience is intense. Now was an early leader in print, but today it’s all about digital. This video was written and directed by me to celebrate the work of legendary Associate Editor Gavin Reeve Daniels, who created the online phenomena known as ‘Fifty Shades of One Direction’.
The video was part of Time Inc’s Inspired Conversations project, which successfully demonstrated the benefits of buying into the Time Inc’s branded storytelling capability.